The development of advertising competition forces to undertake measures aimed at increasing effectiveness of the … article touches the problem of the possibility to implement innovative solutions in advertising and perception thereof among … active advertising as well as recipients of those activities …

endogenous variables and marketing mix carryover effects. We apply the method to forecasting advertising responsiveness in the U ….S. DVD market. Results suggest that advertising responsiveness varies substantially across DVD titles and that estimated …

This paper studies how advertising influences firms’ incentives to invest in R&D. The link between advertising and … industry innovation is important, not only because advertising can spur R&D by spreading product knowledge, but also because … advertising can discourage new innovative firms from entering the industry. This paper finds that a worse advertising technology …

way they deliver the brand message. Therefore, the unconventional means of promotion offer a way out of the advertising … unconventional ways of advertising that is guerrilla marketing. This study “A study on Awareness and Effectiveness of “Guerrilla … marketing technique” – an innovative means of Advertising” is a descriptive paper which focuses on effectiveness of …